Rothy’s also leverages other platforms, some of which integrate with Gladly, that measure its net promoter score and customer browsing journey, all of which combine to help customers locate the info they need without exiting the checkout experience.
Beyond keeping customers on the site, Rothy’s is also able to aggregate the data — including the points gleaned from its review site — to provide feedback to its cross-functional teams, locate trends, and leverage for product development. The marketing team, meanwhile, utilizes the info for brand positioning and communication.
Cadwallader says they were drawn to the Gladly platform in part because both companies are young and growing. Rothy’s, which also has five stores, wanted to avoid working with a large provider, instead opting for one that avoided such legacy terminology as referring to customers as “tickets.”
“It was very important for me that we don't go down that path where we think people are tickets,” says Cadwallader. “Customers are not tickets. It's not a transactional relationship.”
This deep understanding of the type of relationship a retailer wants with its customers, as well as the metrics and success drivers, are crucial for any company seeking to improve its experiences, says Cadwallader. Having these needs clearly defined will in turn enable them to choose the right partners, as goals for small companies can differ vastly from those of the behemoths.
“For Amazon, they're dealing with billions of transactions, so they're looking to [fix errors] in the customer experience; that's the value they’re providing the customers,” she notes. “That's not the value that we want to provide. We want to know them very personally. We want to build a relationship with them. We want to build lifetime value with them.”